We know firsthand how daunting it can be to delve into brand strategy. That's why many brands have tended to hold off on using it over the years (ourself included). Inevitably, though, you get to a point where it's clear you can't move forward without it. If you want to build long-lasting and lasting relationships with those who need your product or service, you need to make conscious decisions about your brand. This is why brand strategy is so important. It's a recipe for lasting success that can benefit you in a variety of ways. A good brand strategy is the key to achieving the following goals: Effective collaboration and communication Efficient use of resources Unity of all departments Make real connections with the people you want to connect with effective marketing However, just because you have a brand strategy doesn't mean you have a strong brand strategy.
This is a common pitfall for even the most "united" brands. If your strategy isn't working and you're not hitting your target, it's usually because the strategy is weak (or nonexistent). We've seen this over and over, which is why we're here to help. How to Avoid 5 Big Brand Strategy Mistakes Here, we've rounded up the most common issues we see related to brand strategy, from simple oversights to major issues. If you're revising your branding strategy or industry mailing list one from scratch, avoid these and you'll be set for success from the start. Mistake 1: Not documenting your branding strategy This may seem obvious, but it's one of the more common mistakes we see brands make over and over. In fact, 21% of respondents to On Brand magazine's 2017 State of the Brand report said they had a "word-only" strategy. Even if you think about it, your branding strategy is basically useless if it only exists in the ether.
The same goes for content strategy, and any strategy.) Without a hardcopy strategy, your team can't work effectively, make the right decisions, or track their success. If you haven't done a proper branding strategy exercise (or don't have a formal record), try our step-by-step guide to putting your ideas on paper. Mistake 2: Combining your business and brand strategy The terms "brand strategy" and "business strategy" are sometimes used interchangeably, but are wrong. These are two separate entities, each with a different purpose. Business strategy: A systematic plan to achieve business goals (think organizational, operational, and financial). Brand Strategy: A systematic plan to build your brand to support your business strategy and achieve your business goals.